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INTRINSIC FIRM

Crafting a Modern, Trustworthy Digital Presence for a Finance-Focused Business

Overview

A transaction advisory and valuation firm approached us to completely overhaul their brand and website. The goal was to modernize their visual identity, communicate professionalism and credibility, and design a clean, responsive site that clearly articulates their services and value.

Goals

  • Develop a new, modern brand visual direction that reflects trust and expertise

  • Design a fully responsive, user-friendly website for both desktop and mobile

  • Create reusable templates for easy content expansion by the development team

  • Ensure smooth handoff and clear documentation for implementation

Collaborators

  • Content Strategists

  • Project Manager

  • Development Team

  • Client Stakeholders

My Role

As the sole visual designer, I led the brand development, UX wireframing, UI design, and documentation for handoff to development.

Timeline

  • Project duration: 3 months

  • Website successfully launched in December 2021

The Challenge

Business Need

  • The existing brand and website felt outdated and lacked clarity

  • The firm needed a digital identity that aligned with the professionalism and precision of their financial services

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User Need

  • Prospective clients needed to easily understand the firm’s offerings, credibility, and expertise through a clean, intuitive interface

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Problem to Solve

How might we reimagine the brand and web experience to project professionalism, establish trust, and clearly communicate a complex service offering?

Design & Execution

  • Created a series of mood boards to help the client choose a visual direction aligned with their values and market position

  • Finalized a clean, elevated aesthetic emphasizing legibility, simplicity, and professionalism

UX Wireframes

  • Translated content team’s text-based wires into interactive web and mobile wireframes using Adobe XD

  • Designed layouts for navigation, footer, and all core pages, including mobile and tablet breakpoints

Documentation

  • Provided a detailed handoff package documenting component states, behaviors, and responsive rules

  • Ensured developers had everything needed to implement the site consistently across all breakpoints

UI Design

  • Skinned 15 pages using the newly approved branding system, including typography, color, iconography, and imagery

  • Delivered two reusable page templates for scalable content creation by the development team

Stakeholder Engagement

  • Met weekly with stakeholders to show progress and get feedback. 

  • The company was in the middle of hiring new employees, so we had to make sure we had updated headshots and interviews of each one.

Final Design Highlights

Visual Design & Branding

  • A refreshed brand identity that projects financial expertise and trust

  • A clean, modern website that adapts seamlessly across desktop, tablet, and mobile

  • Modular, developer-friendly templates for efficient content updates

Results

  • Launched successfully in December 2021

  • Client was highly satisfied with the end result and had minimal feedback throughout the process

  • The new brand and website have helped position the firm as a modern, reliable player in their space

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